‘Tis the season for holiday parties and dinners — and fashion rental platforms are testing out new marketing strategies to win over those looking for something to wear.
Nuuly, the subscription rental platform owned by Urban Outfitters, Inc., is offering holiday styling suggestions to users while also hyping up its new exclusive holiday collections with Rachel Antonoff and Favorite Daughter. The company also just launched custom gift cards on its website. Meanwhile, Pickle, a peer-to-peer rental app with a store in New York City, has a new lookbook feature that allows customers to curate and share collections in a way similar to Pinterest boards. And Tulerie, a peer-to-peer rental app that specializes in luxury, is sending out emails to users with holiday outfit inspiration tips, in addition to offering discounts.
Many shoppers buy new outfits this time of year to wear to holiday dinners and other gatherings. But with some consumers pulling back on discretionary spending, rental platforms are working to position themselves as lower-cost alternatives to full-price stores. Rental services are also looking to reach consumers concerned about spikes in waste and energy use during the holidays. According to the U.S. Environmental Protection Agency, Americans generate about 25% more trash between Thanksgiving and New Year’s Day than any other time of the year.
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